Project Manager Marketing

MURRAY BRANNEN

***** ****** ****** • Garden Grove, CA 92840

*************@*******.*** • 714-***-****

MARKETING/SALES/ACCOUNT MANAGEMENT

Marketing Management • Direct Response • Branding

Marketing and sales professional with over 20 years global integrated marketing experience, with 15 consecutive years focused on offline/online marketing to solve acquisition, loyalty and brand marketing challenges. Cumulative experience directing e-business & marketing campaigns from strategy though execution, including launch to retail product lifecyle working with/for Fortune 100 B2C/B2B and entrepreneurial organizations. Managed cross-functional teams in North America, South America, Latin America, Asia and Europe. Have managed in multiple categories including household goods, travel and leisure, airline/travel, financial services, pharmaceutical, nutraceutical, skin care, wellness products.

CORE COMPETENCIES

• Strategic Planning

• Client & Vendor Relations

• Business Growth • Loyalty Marketing

• Competitive Analysis

• Direct Response/DRTV • Branding & Advertising

• Lead Management

• Marketing Analytics

PROFESSIONAL EXPERIENCE

NEWPORT PRO, LLC – SANTA ANA, CA 2009-Present

Marketing & Media Director (Contractor)

Responsible for DRTV campaign management, media management, customer acquisition and retention.

• Brand and Media Director for variety of clients including “green” products, skincare, financial services, online trading, nutraceuticals, wellness, fitness equipment, household goods and clothing/lifestyle brands.

• Develop creative strategies, pro-formas, project customer acquisition and retention costs for product launches.

• Negotiate direct media buys and external media agencies to optimize spend and return.

Key Achievements:

Expanded market share 10% per year on average through the development of corporate & agency partner relationships, targeted networking,

Inspired a high level of customer loyalty and trust through superior service and positive ROI, resulting in repeat business with 85% of clients.

Expert coordination of resources ensured timely project flow and 100% compliance with delivery schedules and project specifications.

NUTRAVITA LABORATORIES. SANTA ANA, CA 2008 - 2009

Director of Marketing – Branding, DRTV, Digital, Customer Acquisition & Loyalty, Marketing Operations

Responsible for integrated marketing, including.

• Brand management, developed customer lifecycle programs from customer acquisition, retention, to retail.

• DRTV campaign management including media management, for long and short form direct response TV and radio. Negotiate contracts, manage external agencies including media management, digital (web), telemarketing, customer service & fulfillment.

• Managed lead generation development program from lead capture to developing materials to close the sale (direct mail, digital).

• Managed Social Marketing brand applications, including Twitter, Facebook, You Tube; strategize revenue generating programs to optimize marketing tests and generated new leads.

• Management of backend reporting analytics, including media, web analytics.

• Insured scripted and web claims were compliant with FDA and FTC advertising regulations.

Key Achievements:

Launched new 10 nutraceutical brands generating over $1 million+ in product sales annually.

Inspired a high level of customer loyalty and trust through superior service and positive ROI, resulting in repeat business with 75% of clients.

GUTHY-RENKER, INC. – SANTA MONICA, CA 2006-2008

Director of Marketing

Customer Acquisition & Loyalty, DRTV, Digital Marketing, Marketing Operations – Wellness Programs, Health Food, Fitness (Weight Loss, Equipment), Intellectual Properties, Hair Brands, Skincare, Entertainment Brands

• Owned the P&L responsibility for 25 brands totaling $100MM+ in annual sales at

world's leading direct response television marketer.

• Consolidated efforts across all functional channels to support subscription based brands.

• Worked with Finance on proforma development

• Led and approved multi-channel (TV, web, print/alt media, home shopping, retail) acquisition and customer marketing initiatives to support brand launches

• Brand management through traditional direct response disciplines including acquisition and retention, DRTV, win back, scripting, digital, product development

• Infomercial production development by defining consumer product needs.

• Managed the development of display advertising and search engine strategies to drive acquisition and generate leads.

• Managed customer lifecycle from product launch, beta test, brand rollout to retail.

Key Achievements:

Created a CTA template across all brands including skincare, fitness, intellectual properties and financial services. Tested new CTA in new shows and saw a 10% increase in call volume, across the board

Made a commitment to launch a first-ever points Loyalty/CRM program with new and existing

customers. Rolled out the plan within 12 months targeting 500,000 customers with an estimated contribution of $7.7 million annually

RAPP COLLINS WORLDWIDE – EL SEGUNDO, CA 2006-2008

Management Supervisor

Responsible for development of new loyalty program designed to mitigate churn and develop new revenue streams.

• Designed, produced, and collaborated with team to develop web-based loyalty program.

• With IT, determined infrastructure requirements for a Subscription Management Tool & Point Generating System

• Collaborated with key DIRECTV teams to determine awards

Key Achievements:

As an entertainment brand, DIRECTV needed to a way to immerse its fans in its brand, with the goal of keeping them engaged and loyal. Immersion and exclusivity can be a powerful platform to keeping them engaged and drive loyalty. Business goal was to maintain annual churn at 1.4% or below. To drive retention, management committed to developing a loyalty program. As project manager to launch the marketing initiative, collaborated with Brand and Legal, Enhancements, Customer Service Accounting and IT. With IT, the task is to determine tech and infrastructure requirements, data and interactive technology. Development months 1-2; Beta test months 3-4; Feedback & Fix months 5-6; Rollout Month 7.

Resulted in increased positive perception, increased net dollar spend with DIRECTV, churn mitigation and increased revenue from saved customers program.

ABBOTT LABORATORIES CHICAGO, ILL 2002-2004

Pharmaceutical Marketing Contractor – HUMIRA, Rheumatoid Arthritis (Contractor)

Patient Acquisition, Retention & Program Development

• CRM and patient loyalty program development for new arthritis drug

• Strategized the development of a direct to patient and physician support program, including collateral and web development.

• Developed messaging stream for entire customer lifecycle, including lead and acquisition content and retention.

• Ensured compliance within FDA and FTC advertising standards.

NORTHWEST AIRLINES MINNEAPOLIS, MN 1999-2002

Manager, International Advertising & Loyalty Marketing

• Strategized and implemented NWA’s $80 million international brand advertising programs.

• Acted as multi-channel project manager for Northwest’s Pan Asia international marketing programs, utilizing advertising, direct marketing and interactive marketing. International markets managed included Japan, China, Taiwan, Hong Kong, Singapore, Philippines, Malaysia, Indonesia, South and Central America, Mexico, UK, Germany, Italy.

• Strategized and managed loyalty marketing initiatives worldwide.

• Developed marketing and advertising materials, including television, radio, print, direct mail and web in multiple languages including Spanish, Japanese and Cantonese.

BRIERLEY & PARTNERS CHICAGO, IL 1997 – 1999

Account Supervisor - Mileage Plus Loyalty Marketing, United Airlines International

• Strategized, implemented and analyzed international direct marketing/loyalty/rewards marketing, digital marketing plans for United Airlines’ Latin America and Pacific divisions.

• Developed direct mail and web programs in multiple languages to support marketing programs including Spanish (multiple dialects), Japanese, Cantonese, French, German and Italian. Markets included Argentina, Brazil, Peru, Venezuela, Costa Rica, Guatemala, Mexico, El Salvador, Germany, Italy, UK, Japan, Hong Kong, China, Singapore, Australia, New Zealand.

• Developed and executed customer strategy development through acquisition, activation, retention, rewards and win-back initiatives. Managed partner marketing revenue; generating global marketing initiatives

AMERICA WEST AIRLINES PHOENIX, AZ 1990-1996

Global Market Development & Loyalty Manager, Advertising Manager

• Strategized, implemented and analyzed international direct marketing/loyalty/rewards marketing America West’s air service to Asia Pacific and Mexico. Primary emphasis: Japan.

• Developed trilingual marketing materials to support marketing programs, including television, print, direct mail and web in Spanish, Japanese and English.

• Developed and executed customer strategy development through acquisition, activation, retention, rewards and win-back initiatives. Managed partner marketing revenue; generating global marketing initiatives

EDUCATION

Bachelor of Arts, Journalism

University of Southern California – Los Angeles, CA

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